Swedish Hockey League (SHL) logo

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Swedish Hockey League logo

In spite of their unusual shape, the letters of the Swedish Hockey League logo are quite legible. What makes them unique is the way they appear to be cut from the sides. This approach adds some motion to the otherwise static logo.

We should also mention the old SHL logo, which was used before 2013. At the time, the league was called Elitserien, which was reflected in its visual brand identity. Here, the word “Elitserien” was given in a geometric sans serif typeface. The glyphs were based on a square shape. Above the lettering, right in the middle, a small black puck with a dark blue bottom could be seen.

SHL logo